Gordon’s Pink gin smashes one-million-case markBy Melita Kiely
Diageo-owned Gordon’s Pink gin has broken the million-case barrier less than two years since its launch after selling 1.21m nine-litre cases in 2018, according to IWSR figures.
Diageo introduced Gordon’s Premium Pink Distilled Gin in July 2017, which contains flavours of raspberry, strawberry and redcurrant.
Bottled at 37.5% abv, Gordon’s Pink first launched exclusively in Tesco stores across the UK, priced at £16.50 (US$21), before it was rolled out to UK bars in August the same year.
Speaking to The Spirits Business earlier this week, Kathy Parker, Diageo’s senior vice president of portfolio Scotch, Haig Club, premium core gins, Captain Morgan and Latin rum, said: “Pink has been a runaway success. We’ve taken just over a year to get to a million cases where it’s taken other gin brands 20 years. It’s an indication of how massive Pink has been.
“I think what is fantastic is that it recruits new drinkers to the brand and category. People who didn’t historically drink gin can find something in Gordon’s Pink, whether it’s the colour, or the serve, or the strawberry garnish, which makes people feel a bit more special.
“For people who rejected gin feeling it was a bit bitter for their taste, Pink is slightly sweeter and more fruity.”
Pink gin has been one of the biggest spirits trends of the past year. Following the launch of Gordon’s, Pernod Ricard brought out its own colourful variant in 2018 – Beefeater Pink.
Pink gin expressions were praised for boosting flavoured gin sales in the UK last year, which are expected to grow further in 2019.
According to the Wine and Spirit Trade Association (WSTA), gin sales in the UK were valued at £1.9 billion (US$2.4bn) in 2018 after more than 66m bottles were sold throughout the year. This was attributed to the growth of pink and flavoured gins, as new products continue to flood the market.